Branding Governance A Participatory Approach to the Brand Building Process 5th Edition by Nicholas Ind, Rune Bjerke ISBN 0470030755 978-0470030752
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Product details:
ISBN 10: 0470030755
ISBN 13: 978-0470030752
Author: Nicholas Ind, Rune Bjerke
Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers.
Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers and employees as active participants in defining and developing the brand. This requires the relationship between organization and customer to be one of trust, respect and authenticity.
Table of contents:
The philosophy of the book and the concept of participation
The participatory branding philosophy
Introducing the assemblage model
Conclusion
Part I: Two Concepts of Brand Building
Introduction
The Outside–In Perspective
Outline: 1960 onwards
The nature of brands and branding
Understanding customers
The challenge of research
Using customer knowledge to build brands
Giving brand values meaning
Communicating the brand
Conclusion
The Inside–Out Perspective
The beginnings of inside–out thinking
Citizen employees
The value of values
Behavioural branding
Connecting employees and customers
Conclusion
Part II: Participatory Branding and The Assemblage
Introduction
A Participative Approach To Marketing
From marketing to market orientation
The principles of market orientation
Applying market-oriented thinking
Participatory market orientation (PMO)
Recipe for moving to PMO
Conclusion
Participatory Marketing
Connecting and co-creating with customers
Building internal engagement
Integrated marketing
Enhancing brand equity
Brand equity and financial brand value
Conclusion
Human Resources
The role of people in the organisation
The right people
Building identification, internalisation and commitment
Retention and development
Conclusion
Culture
Understanding culture
The use of narrative
Organisational sense-making
Participative cultures: participating and networking
Conclusion
Participatory Leadership
From arboresence to assemblages
Storytelling and transformational leadership
Symbolic acts
Reinforcing the vision
Conclusion
Evaluation
The idea of branding governance
Organising for management decision-making
Branding governance: the assemblage branding elements
How can brand equity and marketing efforts be measured?
How can HR drivers be measured in branding governance?
How can organisational culture be measured in branding governance?
How can leadership be measured?
Presenting the data
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Nicholas Ind,Rune Bjerke,Branding Governance,A Participatory Approach, the Brand Building Process